At SimFer, safety is more than a checklist, it’s a mindset, a culture and a commitment that unites us all. The tragic loss of our colleague, Morlaye Camara, reminded us that safety must shape every decision we make.
This reflection led to the creation of Amafènè – a simple, yet powerful shared safety mindset. Launched on 19 February 2025 with a half-day safety pause in Morlaye’s memory, Amafene introduced training and interactive programs to help employees build a deeper connection to safety. And on 16 July, the initiative was extended to our Chinese HSE and frontline managers, reinforcing Amafènè as a unifying message across cultures.
What is Amafènè?
From the Malinké word for “look,” Amafènè is a call to action.
It empowers everyone to stay alert, identify hazards, and protect themselves and others.
Look up. Look down. Look left. Look right. Look all around.
Amafènè is woven into everyday life-saving actions – from shift-start checks to job hazard analyses – offering a simple, memorable reminder.
Amafènè is how we see. It’s how we care. It’s how we lead.
Why it matters
Simandou is a multilingual, multicultural site with five languages and varying literacy levels. As General Manager Health, Safety and Environment Therese Dower explains:
“Shared concepts are essential. Amafènè enables meaningful conversations about risks, leading to real changes driven by workers’ observations.”Therese Dower
General Manager Health, Safety and Environment
We’ve also partnered with subcontractors to ensure consistent safety standards, embedding safety professionals to support learning and compliance.
“Even those who can’t read or write can participate in safety”
Sako
Health and Safety Superintendent
Like Wontanara, our designed culture, a Soussou word meaning “we are together”, Amafènè connects everyone, regardless of culture, language, role or experiences. Wontanara is embedded in site culture, with multilingual workshops helping teams navigate differences and build mutual respect, creating a strong foundation for Amafènè.
Safety beyond site
The principles of Amafènè extend beyond SimFer, reaching our surrounding communities.
With increased traffic around the site, we’ve launched road safety campaigns and hosted open days to help residents understand truck blind spots.
“It was the first time many had been inside a truck”
Sako
We’re also investing in healthcare – building clinics, distributing mosquito nets and improving sanitation. As Amadou shared: “We’ve donated medicines, built health posts, and brought clean water to underserved areas.”
“We’re building something together”
“Safety is a core value for everyone – not just those at the mine.”
How Amafènè works
Amafènè is part of our every day. Leaders begin safety conversations with Amafènè, encouraging teams to observe, think, and act. When hazards arise, employees are empowered to speak up and collaborate to find a solution.
Up next, we’ll launch a recognition program to celebrate those who embody the Amafènè spirit.
Amafènè reminds me to stay alert – not just for myself, but for my team”
Issiaga Conté
Site driver
“When leaders tell me to be safe, I feel cared for. When leaders show they care about my life, I feel proud”
Mamadou Bah
Guinean employeeEmployé guinéen
Amafènè is how we show care. It’s how we build trust. It’s how we keep each other safe.